I am fortunate to be able to meet a consistent amount of pretty incredible people. That’s partly because of other incredible people who are thoughtful enough to make the effort when they know someone I need to know. Such is the case with today’s guest. I have to give a big thanks to William Wright over at the Financial Professionals Group for introducing me to Bill Cates. I love Bill’s new book and I think you will too. It’s called Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients. Bill has been helping others effectively market their message since the late 70s. If you’re certain you have a solution to your top prospects’ problems, but just can’t seem to capture their attention, then this book is for you. Click the play button below to join our conversation now, or keep scrolling for a summary. Join in on our chat below Subscribe: iTunes | Stitcher | RSS In today’s episode, Bill and I discuss: * Understanding the relationship between the brain and relevance * How to create an effective value proposition * The importance of turning differentiation into benefits  * And lots more! Bill’s Book You can order Radical Relevance: Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients right now! Bill in Action Books Bill Recommends Building a Story Brand: Clarify Your Message So Customers Will Listen by Donald Miller Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth by Jay Baer and Daniel Lemin Biz Dev Done Right: Demystifying the Sales Process and Achieving the Results You Want by Caryn Kopp Check Out These Additional Resources Visit Bill’s website here for more about him and his work. Be sure and grab your copy of Bill’s book now. Find out more about hiring Bill to speak to your group. Connect with Bill on Twitter and LinkedIn. Be sure and grab a copy of Bill’s Radical Relevance Toolkit! Another Podcast to Check Out I’m enjoying The Overwhelmed Brain, a podcast from Paul Colaianni. Click to Tweet To share the Read to Lead Podcast on Twitter quickly and easily, just click the box below.